Your customers are not using Social Media-Case Study

I was talking to an SMB owner the other day who is doing everything that he is supposed to do in regards to social media usage for his company, and doing it seemingly correctly. By correctly I mean he has a Facebook fan page and a Twitter account which he updates semi-regularly. He is transparent, authentic, and he shares content and advice liberally when he can. He reads and comments on other blogs when he has time and he is thinking of starting  his own blog. He loves what social media can do and is a champion of it. There’s one problem tho.

His customers are not on Twitter and Facebook.

Or are they? The back story: It has not been a year of engagement for either platform that he’s on and thus the growth of fans and followers has not been consistent or completely measureable. He still loves it, but his perception that social media could be a game changer for his business is waning.

My thought? He may be echoing a larger sentiment of SMB’s far and wide. More and more businesses are walking away from social media because they are not seeing “the immediate results”.  Perhaps the first mistake is coupling the term “immediate results” with social media-Social is not a quick fix.

If we look under the hood of  the SMB owner, we would see that though he is on multiple platforms, there is minimal engagement. His usage of both is scattershot and not very consistent. The effort that he puts into both is casual at best and he measures nothing. If we add a dose of unrealistic expectations coupled with zero strategy, then he is ripe to walk away and say that social media did not work for his business.

So are his customers using social media or not? He doesn’t think so. What do you think?